Fungsi Bisnis
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FUNGSI-FUNGSIFUNGSI-FUNGSIBISNISBISNIS
-MANAJEMEN PEMASARANMANAJEMEN PEMASARAN-MANAJEMEN OPERASIMANAJEMEN OPERASI-MANAJEMEN SUMBER DAYA MANUSIAMANAJEMEN SUMBER DAYA MANUSIA
Mery Citra S,SE.,MSi
Pengertian Manajemen Pengertian Manajemen • Proses mencapai tujuan dengan menggunakan
sumber daya– Proses :
planning , organizing, leading, controling– Tujuan :
• Efektif• Efisien
– Sumber daya :• Manusia• Finansial• Informasi• Bahan mentntah/baku• Sumber daya pemasaran
MANAJEMEN PEMASARANMANAJEMEN PEMASARAN
““In our factory, we make In our factory, we make lipstick. In our lipstick. In our
advertising, we sell advertising, we sell hope.”hope.”
~~ Charles RevsonCharles RevsonRevlon CosmeticsRevlon Cosmetics
Definisi PemasaranDefinisi Pemasaran
Pemasaran adalah suatu sistem keseluruhan dari kegiatan bisnis yang ditujukan untuk merencanakan (produk), menentukan harga, mempromosikan dan mendistribusikan barang dan jasa yang memuaskan kebutuhan, baik kepada pembeli yang ada maupun pembeli potensial.
PASARPASARPasar adalah orang – orang yang mempunyai keinginan untuk puas, mempunyai uang untuk berbelanja dan mempunyai kemauan untuk membelanjakannya.
PASARPASARJadi dalam pengertian pasar tersebut terdapat 3(tiga) factor yang menunjang :
Orang dengan segala keinginannyaDaya beli merekaKemauan untuk membelanjakan uangnya
Strategi Pemasaran Strategi Pemasaran
Segmenting
Targeting
Positioning
SEGMENTASI PASARSEGMENTASI PASARSegmentasi Pasar adalah suatu tindakan perusahaan yang membagi-bagi pasar yang bersifat heterogen (berbagai jenis) dari suatu produk kedalam satuan-satuan pasar (segmen pasar) yang bersifat homogen (satu jenis) .
Bases for Segmenting Bases for Segmenting Consumer MarketsConsumer Markets
Occasions, Benefits, Uses, or Attitudes
Behavioral
GeographicRegion, City or MetroSize, Density, Climate Demographic
Age, Gender, Family size and Fife cycle, Race, Occupation, or Income ...
Lifestyle or PersonalityPsychographic
PositioningPositioning is the act of is the act of designing the company’s designing the company’s
offering and image to offering and image to occupy a distinctive occupy a distinctive
place in the the target place in the the target market’s mind. market’s mind.
VARIABEL – VARIABLE BAURAN VARIABEL – VARIABLE BAURAN PEMASARAN (MARKETING MIX)PEMASARAN (MARKETING MIX)
Marketing Mix adalah kombinasi dari variable atau kegiatan yang merupakan inti dari sistem pemasaran yaitu produk, harga, kegiatan promosi dan sistem distribusi atau dengan kata lain, marketing mix merupakan kumpulan variable – variable yang dpat digunakan perusahaan untuk mempengaruhi tanggapan konsumen.
The Four PsThe Four Ps
MarketingMix
Product
Price Promotion
Place
The Four CsThe Four Cs
CustomerSolution
CustomerCost
Communication
Conven-ience
BAURAN PEMASARAN JASABAURAN PEMASARAN JASA
• PRODUCT
• PRICE
• PLACE
• PROMOTION
• PEOPLE
• PROCESS
• PHYSICAL EVIDENCE
Consumer BehaviorConsumer Behavior
Psychological InfluencesPersonal InfluencesSocial InfluencesCultural Influences
Why do Why do consumers consumers
purchase and purchase and consume consume products?products?
Postpurchase Evaluation
Purchase Decision
Evaluation of Alternatives
The Consumer Buying ProcessThe Consumer Buying Process
Information Seeking
Problem Recognition
Psychological Personal Social Cultural
Personal & Environmental FactorsPersonal & Environmental Factors
Product Pricing Promotion Place
Marketing FactorsMarketing Factors
MANAJEMEN OPERASI
Pengertian Produksi / Operasi• Suatu Proses mentransfer masukan-
masukan (inputs) dari Sumber daya menjadi keluaran (output) yang dibutuhkan oleh konsumen.
• Output berupa:
a. Barang
b. Jasa
Resource Transformation ProcessResource Transformation Process
Pengertian lain• Produksi/Operasi :
setiap kegiatan yang menciptakan kegunaan atau utility
• Utility :
Kemampuan produk untuk memuaskan keinginan manusia– Form Utility– Place Utility– Time Utility– Ownership / Posession Utility
Manajemen Operasi
ManajerOperasi
ProsesOperasi
Proses PengarahanDan PengendalianYang sistematisDalam merubah
SumberdayaMenjadi
Barang Jadi
Manajer yangBertanggungjawab
Atas ProduksiPersediaan,
Dan Pengendalian Mutu
Menentukan Metode
Dan TeknologiYang digunakanDalam Produksi
Barang/jasa
Goods-Manufacturing Processes: Goods-Manufacturing Processes: Analytic vs. Synthetic ProcessesAnalytic vs. Synthetic Processes
• Analytic process breaks down resources into components
• Synthetic process combines raw materials to produce a finished product
Service Processes: Extent of Service Processes: Extent of Customer ContactCustomer Contact
• High-contact system is an operation in which the customer is part of the system during service delivery
• Low-contact system is an operation in which the customer need not be a part of the system to receive the service
Operations Planning and ControlOperations Planning and Control
Operations
Planning1.
Forecasting
2.Capacity Planning
3.Location Planning
a. Raw Material orientedb. Market oriented
4.Lay out Planninga. Process layoutb. Product Layoutc. Cellular Layout
5.Quality Planning
6MethodsPlanning
Layouts for Producing GoodsLayouts for Producing Goods
Scheduling Goods OperationsScheduling Goods Operations
• Master production schedule (top level)– Which products will be produced
– When will production occur
– What resources will be used
– Time periods for resource use
• Short-term detailed schedule:– task assignments
– order information
– production specifics to meet incoming orders
Operations ControlOperations Control• Operations control = monitoring
performance by comparing results to original plans and schedules– Follow-up = checking to ensure that production
decisions are being implemented– Materials management– Process control
MANAJEMEN SUMBER DAYA MANUSIAMANAJEMEN SUMBER DAYA MANUSIA
Pengertian Pengertian Sumber Daya ManusiaSumber Daya Manusia
Seluruh potensi yang ada dalam diri manusia yang dapat dikembangkan dan dimanfaatkan untuk menghasilkan barang & jasa
PENGADAANPENGADAAN
• Mendapatkan tenaga kerja yang sesuai dengan kebutuhan dan tuntutan pekerjaan
• Menempatkan orang yang benar pada pekerjaan yang tepat
• Memberikan pengenalan (orientasi) kepada karyawan baru
PENGEMBANGANPENGEMBANGAN
• Melatih karyawan untuk jabatan yang masih baru bagi mereka
• Mengembangkan kemampuan dari setiap orang
• Meningkatkan kinerja jabatan dari setiap orang
• Mengembangkan karir sesuai kebutuhan individu dan organisasi
PEMELIHARAANPEMELIHARAAN
• memastikan terpenuhinya semua kebutuhan karyawan untuk dapat melakukan pekerjaan dengan baik
• mengembangkan hubungan kerja yang mulus• memperhatikan kesehatan dan keselamatan kerja
Job analysisJob analysis
• A systematic approach to collect information about a job such as tasks, responsibilities and the skills required to perform those tasks– Job description– Job Specification
Human Resources PlanningHuman Resources Planning
W.F.Cascio :Human Resource Planning is a set of activities
undertaken to anticipate future business and environmental demands on the organization and to meet the human resources requirements dictated by those conditions
Davis :Human Resource Planning systematically
forecasts an organization’s future demand and supply of employees.
RecruitmentRecruitment• Recruiting is the process of identifying and attracting a
pool of candidates, from which some will later be selected to receive employment offers
• Recruitment activities must consider not only the quality of applicants but also ensure that a sufficient quantity of applicants is attracted
• Recruitment is a form of business competition, and it is fiercely competitive. Just as corporations compete to develop, manufacture and market the best product or service, so they must also compete to identify, attract, and hire the most qualified people.
The Recruitment Process
Recruitment Planning Estimated number of contacts needed Job specifications Affirmative action goals
Recruitment Philosophy Internal vs External job filling Job vs career orientation Short vs Long term time orientation Special considerations
Recruitment Strategy development Choosing required applicant qualifications Choosing recruitment sources and communication channels Choosing inducements Choosing the message: Realism vs flypaper Choosing and preparing recruiters
Recruitment Activities Job posting Advertisement of openings Campus visits Other recruitment methods Follow-up actions (letters, phone calls, etc.) Recordkeeping
Screening/Selecting employees
SelectionSelection
– The process of choosing individuals who have needed qualities to fill jobs in an organization.
– Organizations need qualified employees to succeed• “Good training will not make up for bad selection.”
• “Hire hard, manage easy.”
8–39
Selection Selection Process Flow Process Flow
ChartChart
PELATIHAN & PENGEMBANGANPELATIHAN & PENGEMBANGAN(TRAINING & DEVELOPMENT)(TRAINING & DEVELOPMENT)
- Training is a short-term educational process utilizing a systematic and organized procedure by which non-managerial personnel learn technical knowledge and skills for a definite purpose
- Development is a long-term educational process utilizing a systematic and organized procedure by which managerial personnel learn conceptual and theoretical knowledge for general purposes
Langkah menyusun program pelatihan dan Langkah menyusun program pelatihan dan pengembanganpengembangan
Source: Wherther & Davis
Evaluation
Evaluation criteria
Training and development objectives
Learning principles
Program content
Actual program
Skills, knowledge, ability of workers
Needs assesment
Needs assessment
CAREER DEVELOPMENT
(PENGEMBANGAN KARIR)
CAREER = SEDERETAN KEGIATAN KERJA YANG TERPISAH-PISAH, TETAPI MASIH MEMPUNYAI HUBUNGAN YANG MELENGKAPI KESINAMBUNGAN DAN MAKNA BAGI KEHIDUPAN SESEORANG.
1. CAREER-NEED ASSESSMENT 2. CAREER OPPORTUNITIES
3. NEED-OPPORTUNITY ALIGNMENT
PERFORMANCE MANAGEMENT & PERFORMANCE MANAGEMENT & APPRAISALAPPRAISAL
You can’t manage what you don’t understand.
You don’t understand what you don’t measure.
What gets measured gets done.
What gets measured gets rewarded.
DefinitionDefinitionDefinitionDefinition• Performance :
The record of outcomes produced on specified job functions or activities during a specified time period (Bernardin,2003)
• Performance Appraisal :The process of evaluating how well employees perform their jobs when compared to a set of standards, and then communicating the information to employees (Mathis & Jackson)
• Performance Management System : Processes used to identify, encourage, measure, evaluate, improve, and reward employee performance. (Mathis & Jackson, 2004)
Roles for Performance AppraisalRoles for Performance Appraisal
Steps in Appraising PerformanceSteps in Appraising Performance
• Defining the job– Making sure that you and your subordinate agree on his
or her duties and job standards.
• Appraising performance– Comparing your subordinate’s actual performance to the
standards that have been set; this usually involves some type of rating form.
• Providing feedback– Discussing the subordinate’s performance and progress,
and making plans for any development required.
KOMPENSASIKOMPENSASI
DEFINITIONDEFINITIONWhat employees receive in exchange for their contribution to the
organization.
OBJECTIVES OF COMPENSATION OBJECTIVES OF COMPENSATION MANAGEMENTMANAGEMENT
•TO ATTRACT•TO MOTIVATE •TO MAINTAIN
Pay the Right People the Right Amount for the Right Reasons
•Principle of INTERNAL EQUITY•Principle of EXTERNAL EQUITY
Total CompensationTotal CompensationTotal CompensationTotal Compensation
GroupGroupGroupGroup
Enterprise-wide / Enterprise-wide / OrganizationalOrganizational
Enterprise-wide / Enterprise-wide / OrganizationalOrganizational
Security PlansSecurity Plans• PensionsPensions
Security PlansSecurity Plans• PensionsPensions
Employee ServicesEmployee Services• Educational assistanceEducational assistance• Recreational programsRecreational programs
Employee ServicesEmployee Services• Educational assistanceEducational assistance• Recreational programsRecreational programs
IndividualIndividualIndividualIndividual
Wages / SalariesWages / SalariesWages / SalariesWages / Salaries
Insurance PlansInsurance Plans• MedicalMedical• DentalDental• LifeLife
Insurance PlansInsurance Plans• MedicalMedical• DentalDental• LifeLife
Time Not WorkedTime Not Worked• VacationsVacations• BreaksBreaks• HolidaysHolidays
Time Not WorkedTime Not Worked• VacationsVacations• BreaksBreaks• HolidaysHolidays
VariabelVariabelVariabelVariabel
FixedFixedFixedFixed